Google и партнеры создают новый протокол для упрощения ИИ-покупок Google and Partners Create New Protocol to Simplify AI Shopping

Google Corporation has announced a new open standard called the Universal Commerce Protocol (UCP) designed for purchases utilizing artificial intelligence.

This solution was developed in collaboration with Shopify, Etsy, Wayfair, Target, and Walmart. It enables agents to engage at various stages of the product purchasing process.

The standard aims to streamline the purchasing procedure, which typically means interfacing with multiple AI assistants.

According to Google representatives, UCP is compatible with other similar protocols, such as Agent Payments Protocol, Agent2Agent, and Model Context Protocol. Businesses can select the specific tools that best suit their needs.

Google plans to implement UCP across its AI-driven search engine products and the Gemini app. This allows users to place orders directly with American retailers while searching for products.

Payments will be processed through Google Pay, with plans to incorporate PayPal support in the future. Delivery information will be stored in Google Wallet.

«This is one of the most intriguing aspects of the agent-based approach. It’s excellent for finding individuals with specific interests and matching them with products that are perfect for them. For instance, I would never actively search for a particular item, yet it somehow found me. This is where the best commercial opportunities emerge,» commented Shopify CEO Tobi Lütke.

His company previously offered a similar integration with Microsoft Copilot for shopping, enabling users to place orders during conversations with AI.

Google has also introduced additional commerce solutions, allowing brands to offer special discounts to users when they follow AI-generated recommendations.

For example, if a user searches for a rug with a prompt like, «I’m looking for a modern, stylish, high-quality rug for my dining room. It’s important that it’s easy to clean,» brands can set up marketing campaigns to provide a discount during the search.

Additionally, the company has given users new data attributes in Merchant Center to help sellers better position their products in search results generated by AI.

Google enables retailers to integrate an AI-powered business agent into Google Search to respond to customer inquiries. Companies like Lowe’s, Michael’s, Poshmark, and Reebok are already utilizing this feature.

The tech giant also announced Gemini Enterprise for Customer Experience—a toolkit for managing purchases and customer service, aimed at retailers and restaurants.

Automated purchases through AI are becoming a trend, with many experts and business owners recognizing the advantages in this direction and developing the necessary infrastructure.

In May 2025, CEO of Aptos Labs, Avery Ching, stated that digital assistants need access to assets on the blockchain, including cryptocurrencies, tokens, and tokenized instruments like real estate.

Coinbase has been working to implement a similar mechanism, introducing a payment solution for online transactions called x402. This technology facilitates stablecoin transfers using standard web protocols, allowing AI agents to conduct autonomous transactions.

It’s worth noting that in September, Google launched a new open-source protocol enabling AI applications to send and receive payments.